Open AccessEvaluating the Influence of the Sportswear Brand Personality on Generation Y’s Customer Preference in Malaysia
Author(s) -
Budiono Hardjono,
Cheam Yen Teng,
Veralita Amirtrianti
Publication year - 2019
Publication title -
international journal of advances in social and economics
Language(s) - English
Resource type - Journals
ISSN - 2685-2691
DOI - 10.33122/ijase.v1i4.115
Subject(s) - sophistication , personality , nonprobability sampling , brand preference , preference , advertising , sincerity , marketing , personality psychology , brand awareness , brand equity , business , brand management , psychology , social psychology , economics , sociology , social science , population , demography , microeconomics
Y generation is an important target market in fashion products such as sportswear. Due to the big market potential, many of brand owners created various brand personality to attract the interest of this generation. This study attempts to explain whether there is a positive effect of brand personality on Gen Y's preference in choosing a sportswear brand. A purposive sampling was conducted by taking 300 Gen Y people distributed in the area of Central Malaysia. Using quantitative methods and multiple regression and t-test analysis, it was found that brand personality such as sincerity, competence, sophistication and ruggedness have a positive influence on Gen Y's preference in determining sportswear brand choices, while the personalities of excitement components are not proven to have significant influence. Marketer in sportswear industry should, however, carefully evaluate the nature of brand personality regarding any other variables that are not included in this research that should be addressed to the future research.